BBC Mundo targets Hispanics with Hablas Espanol program

MIAMI: The BBC has selected GolinHarris to lead PR for BBC Mundo's "Hablas Espanol?" program.

MIAMI: The BBC has selected GolinHarris to lead PR for BBC Mundo's “Hablas Espanol?” program.

The agency's Confianza marketing practice is leading traditional and Web-based PR supporting the program, which targets Hispanic-Americans with a radio and Internet presence.

The BBC selected GH after an RFP where the agency beat out five other firms. There is no outgoing agency, said Karen Yates, marketing manager, BBC marketing, communications, and audiences.

A core team of three members from GH's Miami office is working on the campaign, which began March 17 and runs through the end of April, and has an undisclosed budget, added Yates.

Two senior members of BBC Mundo's editorial staff will travel from Seattle to Washington, DC, from March 28 to April 14 to conduct interviews with prominent Hispanic personalities. The trip will be documented on the BBC Mundo Web site.

The BBC is using Hablas Espanol?, a part of its election coverage, to raise awareness of the diversity, economic power, and political influence of US Hispanics in Spanish-speaking countries, and to draw Hispanic-Americans to the project's Web site.

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